Read the leads report
See where your leads come from, how many turned into deals, and your close rate by source.
The Leads & Marketing report answers one question fast: which lead sources actually turn into sold cars. Use it to spend your time (and ad money) where the deals come from.
Open the report
- Go to Reports in the sidebar.
- Click the Leads & Marketing tab.
- Pick a date range with the controls at the top (default is This month). The presets are This month, Last month, Last 30 days, Last 90 days, Year to date, and All time, plus a Custom range button that opens a calendar.
The range you pick drives the whole page (with one exception — see the note below). Switching tabs keeps the same range.
The four numbers up top
- New leads — leads created in the selected range.
- Won in range — leads created in the range that reached the Won status.
- Conversion rate — Won in range ÷ New leads, as a percent. Shows — when there were no new leads.
- Open pipeline — active leads by count (all statuses except Won, Lost, and Dormant).
Open pipeline is always all-time, not filtered by your date range — its card is labeled all time. It answers "how many leads are still in play right now," so changing the range won't move it.
Lead sources
The Lead sources chart breaks down where the leads in your selected range came from — Walk-in, Website, Referral, Phone, Email, AI chat, Marketplace, Auction, or Other. The Open pipeline panel beside it shows your active leads grouped by status (New, Contacted, Engaged, and so on) — and like the card above, it's all-time, not range-filtered.
Lead source → deals
This is the money table. For each source, over the leads created in your range, it shows:
- Leads — how many came in from that source.
- Deals started — how many deals were created from those leads.
- Sold — how many of those deals were sold.
- Close rate — Sold ÷ Leads, as a percent.
- Sold revenue — total selling price of those sold deals.
Read it source by source: a source can send lots of leads but close few (low close rate), or send few leads that almost all buy (your best source). Sort your effort toward the latter.
A lead only links to a deal here if the deal was created from that lead (lead → deal attribution). Starting a deal straight from a customer record, with no lead attached, won't show up in this table.
What it does NOT show yet
There is no cost-per-lead, customer acquisition cost, or marketing ROI here. Those need ad-spend tracking, which the system doesn't capture today. The report tells you which sources convert — not what each source costs you.
FAQ
Why is my conversion rate different from the close rate in the table?
They measure different things. Conversion rate (top card) is Won leads ÷ New leads across all sources. Close rate (in the table) is Sold deals ÷ Leads for one source. A lead is "Won" by status; a deal is "Sold" when the deal closes — so the two can differ.
A lead shows as Won but isn't in the "Won in range" count. Why?
"Won in range" only counts leads that are marked Won and are linked to a customer and were created inside the selected range. A lead created earlier but won this month won't be counted in this month's number — the metric follows the date the lead came in, not when it was won.
The numbers won't add up to my deals report.
That's expected. This report counts deals only when they're attributed to a lead from a given source. Cash or wholesale deals entered without a lead still appear in the Sales and Financial reports, but not in Lead source → deals.
Who can see this report?
Any signed-in team member can open Reports — there's no Owner/Manager restriction. The Reports area shows dealership-wide analytics, while the day-to-day work on individual leads and deals lives in the Leads and Deals areas.
Can I export this data?
The toolbar's Deals CSV and Payments CSV exports cover deal and payment records for the selected range. There isn't a dedicated lead-source CSV — read the source breakdown on screen.